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- Publisher Website: 10.1002/jcpy.1307
- Scopus: eid_2-s2.0-85131075239
- WOS: WOS:000804024800001
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Article: Aha over Haha: Brands benefit more from being clever than from being funny
Title | Aha over Haha: Brands benefit more from being clever than from being funny |
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Authors | |
Keywords | brand perceptions competence humor social media warmth |
Issue Date | 2023 |
Citation | Journal of Consumer Psychology, 2023, v. 33, n. 1, p. 107-114 How to Cite? |
Abstract | We examine whether the cleverness of a brand's humor attempt affects consumers' brand attitudes and engagement. A clever humor attempt is any humor attempt wherein the consumer feels she must make mental connections to solve the joke (e.g., understand a cultural reference, understand the dual meaning of a pun). Across five studies, we demonstrate that as the cleverness of a humor attempt increases, consumers report higher brand attitudes and are more engaged with the brand. This effect is mediated by perceptions of brand warmth and competence and moderated by consumers' need for cognition. |
Persistent Identifier | http://hdl.handle.net/10722/330807 |
ISSN | 2023 Impact Factor: 4.0 2023 SCImago Journal Rankings: 3.531 |
ISI Accession Number ID |
DC Field | Value | Language |
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dc.contributor.author | Howe, Holly S. | - |
dc.contributor.author | Zhou, Lingrui | - |
dc.contributor.author | Dias, Rodrigo S. | - |
dc.contributor.author | Fitzsimons, Gavan J. | - |
dc.date.accessioned | 2023-09-05T12:14:36Z | - |
dc.date.available | 2023-09-05T12:14:36Z | - |
dc.date.issued | 2023 | - |
dc.identifier.citation | Journal of Consumer Psychology, 2023, v. 33, n. 1, p. 107-114 | - |
dc.identifier.issn | 1057-7408 | - |
dc.identifier.uri | http://hdl.handle.net/10722/330807 | - |
dc.description.abstract | We examine whether the cleverness of a brand's humor attempt affects consumers' brand attitudes and engagement. A clever humor attempt is any humor attempt wherein the consumer feels she must make mental connections to solve the joke (e.g., understand a cultural reference, understand the dual meaning of a pun). Across five studies, we demonstrate that as the cleverness of a humor attempt increases, consumers report higher brand attitudes and are more engaged with the brand. This effect is mediated by perceptions of brand warmth and competence and moderated by consumers' need for cognition. | - |
dc.language | eng | - |
dc.relation.ispartof | Journal of Consumer Psychology | - |
dc.subject | brand perceptions | - |
dc.subject | competence | - |
dc.subject | humor | - |
dc.subject | social media | - |
dc.subject | warmth | - |
dc.title | Aha over Haha: Brands benefit more from being clever than from being funny | - |
dc.type | Article | - |
dc.description.nature | link_to_subscribed_fulltext | - |
dc.identifier.doi | 10.1002/jcpy.1307 | - |
dc.identifier.scopus | eid_2-s2.0-85131075239 | - |
dc.identifier.volume | 33 | - |
dc.identifier.issue | 1 | - |
dc.identifier.spage | 107 | - |
dc.identifier.epage | 114 | - |
dc.identifier.isi | WOS:000804024800001 | - |